Transcript Self, Time & Priority Management

Selling with NLP
“Superselling”
Course Objectives
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Foundation level comprehension of selling with NLP
How to understand more about your prospective client in five minutes
than you would in two weeks!
Predicting how your client will buy
Learning how clients sell to themselves
Course outline
• NLP explained
• The Psychology of Buying and Selling
• How People Buy – Seeing Your Client Through Your Clients
Eyes
• Establishing Rapport – The Key to big money
• Creating Magic: Techniques for a successful sales strategy
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Effective Listening
Verbal Techniques That Build Trust
Mirroring – Building Trust non-verbally
Eliciting Outcomes – discovering your clients strategy
Pacing and Leading
Cashing Objections
Closing Successfully
NLP - background
• Neuro-Linguistics Programming – the study of natural
‘behaviour’ and ‘instinct’ and its meaning and interpretation by
others
• It is a subtle yet powerful tool for communicating with people
effectively
• Founded by Richard Bandler and John Grindler after
extensive study of world-leading therapists and the
behavioural patterns between them and their clients
• Clarifies and explains how ‘trust’ is achieved in these, the
most sensitive of areas relating to personal communication i.e.
therapy
• Applied and developed to the sales process by Kerry Johnson
who worked with and studied NLP-based behavioural
processes present in ‘super-sellers’ ($1m p.a. + earners)
How People Buy – Seeing
your client through your
clients eyes…
“People buy trust first, products second”
If trust is present….
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Clients are more receptive to suggestions
Give more time to a salesperson
Schedule appointments earlier in the day
More likely to open up
Discuss needs and buying habits
Inform salespeople about future plans
VAK Questioning – an exercise
• 30 questions
• Answer HONESTLY
• Score 3 for most appropriate, 2 for next and 1 for
the least
• Write 1,2 or 3 in the box
• If you can’t decide between two choices score each
one with a 3 and the third with a 1
• Add up your scores at the bottom
• 15 minutes
Mental Maps – Perceiving the world around
you
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People have 3 basic methods of perceiving the world around them
• VISUAL – Those who ‘see it’
• AUDITORY – Those who ‘hear it’
• KINESTHETIC – Those who ‘feel it’
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We all have a dominant preference of perception – the most natural
way in which we perceive
A person doesn’t ‘choose’ which map he or she uses as a ‘preferred’
way to communicate NATURALLY
If you can ‘read’ people’s mental maps
• Very powerful tool
• Literally understand how your clients are thinking
• Learn to communicate to clients the way your clients communicate to
you!!
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You can adapt your style of communication to gain effect and
understanding
The Visuals
Visuals
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‘See’ things happening
Makes pictures/images in their mind
Understand things better when they see it
Turn everything you say into pictures
Have great visual memories
Can describe how things look in detail
Remember colours, shapes and forms
Think in images when ‘fantasizing’ about the future
35% of us are visuals
Recognising ‘visuals’…
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They say ‘visual’ things
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They use visual predicates
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See show bright picture clear look
Envisage
view perceive
illustrate Highlight
watch
preview
survey
perspective
focus
reflect
Appearance is important e.g.
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Can you show it to me?
I can see what you’re saying
Looks good to me
Tie too short
Shoes not shining
Black belt with brown shoes
Office not tidy/striking/impressive enough
Maintains good eye contact
Good with directions
Good visual memories
Higher/faster-pitched voices
Email rather than phone call
A visual will get distracted if something is visually off = harder time getting their attention
Eye Movement in the visual mode
• Visuals do 3 typical things with their eyes when
thinking
• UP and to the RIGHT = Creating images, thinking about
the future…’what will my boss’s face look like if I buy
this product?’
• UP and LEFT = thinking about the PAST…’the last time
I changed supplier my boss flipped’
• Look straight ahead and then ‘unfocused’ = translating
words into images…’slow down a bit whilst I picture this’
Try this out
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IF you think you have a VISUAL on your hands ask them a PAST or
PRESENT question using visual predicates e.g.…
• ‘Looking back, what was the reason you last changed supplier?’
• What improvements would you envisage a new supplier
delivering to your business?’
Look for subtle eye movements to confirm
Auditories
Auditories….
• Listen to the way you say things/things sound
• Get more information from the WAY you are saying
something – voice pitch, pace, timbre, intonation,
passion
• Will trust you more based on what you are saying
and how you are saying something
• Often say things they don’t mean to say – they
need to hear the words in order to understand
them…then it’s too late!
• Speak rhythmically and deliberately to sound right
• Talk/mumble to themselves out loud
Recognising an auditory
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Preference for auditory sayings and predicates
• Don’t take that tone with me
• Sounds ok to me
• That rings a bell
• Tell me more about….
Speak express mention resonate remark
static inquire
Around 25% of us are auditories
accent hear
Eye movement in the auditory mode
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Three basic movements
Eyes LEFT = past
Eyes RIGHT = future
Eyes DOWN and LEFT = processing what you are saying…so slow
down!
Kinesthetics
(or ‘kinos’)
Kinos….
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FEELS it!
Gain information from touch, gut instincts, hunches
Make quick judgements about people
Need to get a good feeling about you before they trust you
Talk about family a lot / are interested in the ‘personal’ areas
Are tactile – people, products, brochures, business cards!!!
Take a little longer to react – it takes longer to translate into a feeling than say
a picture (visual) or sound (auditory)
Make frequent pauses in conversation with ‘mmmm’ or ‘uh’ – they are trying
to connect with a feeling about something
Play with things when you are talking to them!!!!
More aware of temperature change in a room (you will lose their
concentration if too hot or cold).
WANT you to accept their hospitality e.g. coffee in a meeting – it makes
THEM feel good/appreciated
40% of us are Kinos
Recognising a Kino
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They say ‘feeling’ things and use kino predicates
• ‘This proposal doesn’t feel right’
• ‘How does that idea grab you?’
• ‘Let’s touch base later’
• ‘I can’t get a handle on this problem’
Grasp Hit Suffer Tackle Know
Instinct Intuition Affect
Pressure
Impress
Eye Movement for Kinos
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DOWN and RIGHT = accessing feelings
Workshop
• In pairs ask you partner to describe their last
holiday to you – they must talk for ONE minute
• What they could see from their hotel window etc
• What the atmosphere in the place was like
• What they recall hearing
• Note down which eye movement is dominant
• Note which predicates they use and the ones you
believe they are most comfortable with (VAK)
• Write down what you think they are
Establishing Rapport
What is rapport
• Bridge that helps the person you are
communicating with find meaning and intent in the
things you say
• It helps people feel comfortable with you and what
you are saying
• Makes a client feel that what you are
saying/showing/expressing is aimed right at THEM,
their particular needs and desires
• We can use basic NLP practices to support the
establishing of rapport
Selling to VISUALS
• Communicate in their preferred mode using visual
predicates
• Look, see, visualise, picture, etc
• Use statements and phrases that mirror their mode
• Can I show you what I mean
• Can you see how that would benefit your business
• Use visual aids
• Pictures, graphs, brochures, bar charts
• Draw pictures – flow charts, diagrams
• Use your hands – paint pictures in the air
Selling to Auditories
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Communicate in their preferred mode using auditory predicates
• Hear, sound, resonate, etc
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Use statements and phrases that mirror their mode
• What would your boss say if……
• How does that sound to you?
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Use auditory references / aids
• Testimonials – what people have said about your company
• Create the future in sound – ‘imagine what people would say if you
managed to……’
• When handling brochures, samples, etc, give them a few seconds
and then explain to them what they are experiencing/should be
looking at/for
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Use your voice – change pace, tone, passion, sincerity, intensity
around key subject areas
Selling to Kinesthetics
• Communicate in their preferred mode using Kino predicates
• Feel, touch, grab, etc
• Use statements and phrases that mirror their mode
• How did it feel to secure that contract?
• Can I just touch on something you mentioned earlier?
• Use Kino aids
• Brochures, business cards, products –let them touch
• Try and be tactile
• Accept hospitality
• Include ‘personal’ information / personal sale
Selling to Groups
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Make sure you include all 3 modes
• Visual – images, brochures, video clips
• Auditory – verbal messages, customer testimonials, sounds
• Kinos – physical participation e.g. ‘raise your hands if …’, hand
outs/samples etc, personal commitments/beliefs
Switch modes throughout
Selling using NLP
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Imagine you are in a FIRST meeting with a prospective client
You are asking questions to help determine which perception mode
they favour
In pairs create 5 questions (business or personal) that may help you
determine their preferred mode
Workshop
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Produce 3 questions that use the 3 modes (1 each) that you want to
ask of your client to establish their preference
Produce 3 statements ( 1 each) that use the preference by way of
response
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• How does our proposal look to you
• Can you see the benefits this proposal brings to your business
Workshop
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Create an opening statement/ paragraph / pitch about your company
that encapsulates all 3 of the preferred modes
The opening should be no more than 1 minute long
Effective Listening
Effective listening
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You cannot establish trust if you can’t listen
A conversation is a relationship
A good listener can shape a conversation/direction
Facts tell you 20% of what you need to know to sell
The other 80% comes from listening for
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Emotion
Clues
Secondary information
Things the customer doesn’t want you to hear
• When you first meet a client you shouldn’t go there initially to
tell them anything you should go there to listen!
8 steps of active listening
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Value the speaker
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Listen to what is not said
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Research suggests 30 seconds is the max. before you invite any
comments/affirmation
Avoid the tendency to think about what you are going to say whilst they are
talking
Listen to your customers point of view
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Avoid the urge to take things personally – if your client tells you something it is
THEIR perception = the TRUTH to them
Limit the time you speak
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Read between the lines of facts and statement
Try to hear the truth
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Work at their pace and intelligence NOT yours
Even if you think they are wrong – stay FOCUSED and empathise
Repeat your clients comments to make sure they know you heard what they
said
DON’T take extensive notes while listening
Listening Techniques
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Reflective Listening – used when you want to support the person to carry on talking i.e.
affirmation that you are ‘involved’ in the conversation
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Paraphrase – change the tone of the statement to suit you/positive or negative spin
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“I’ve use ?/Lyreco for years and you/they have never let me down until now”
‘Used us for years yeah? Ok!’
“I’ve used ?/Lyreco for years and you/they have never let me down until now”
‘It’s great that you’ve used us for years and experienced, like all of our customers, great
service from us apart from, on this occasion, this isolated occasion’
‘It’s a shame for Lyreco that you’re experiencing poor service after years as a loyal
customer – you would have hoped that would be important to them’
Shared – used when a ‘shared experience’’ and empathy is required rather than a series
of questions – it enforces that ‘you are not alone’
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“I’ve used ?/Lyreco for years and you/they have never let me down until now
‘Yes, regrettably you are not alone in this recent experience but I’m glad to say that, as
with our other clients who were affected, this problem has been completely cleared.
Before I explain how is there anything else I need to be made aware of?’
‘Yes, I hear that it is a major problem for them that is effecting many many clients – it is
certainly resulting in new business for us - we are happy to put their problems right for
their customers. Tell me, how bad has it gotten for you/your business?’
Verbal Techniques
Key Word Reflection
• Key words are those that people use to indicate their preferred
language e.g. technical, general, precise, detailed, financial
• Look out for key words when people speak
• I want to get great service for my company and a very
competitive price
• Make sure you qualify their definition – e.g. what is ‘great’
service, what is ‘competitive’
• Use these words back in your communication with them NOT
your interpretation of these words
• This proposal ensures you will receive a first class service
and at a competitive price for the product
• This proposal, as you requested, ensures you will receive a
great service for your company and at a very competitive
price
Marking out
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When people speak they will normally place emphasis around key
words that are important to them; a kind of verbal punctuation.
They will do this even subtly so listen/observe carefully
They will emphasise the word through
• Pausing
• Tone
• Expression
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You are being invited to note the importance of this word – make
sure you understand its meaning/definition, relevance and
importance to the client
• “I am looking for a COMPETITIVE price and great service for this
product” = emphasis on COMPETITIVE
• “I am looking for a competitive price and GREAT service for this
product” = emphasis on GREAT
Persuasive Words
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These 15 words have been proven to provoke contact and meaning
and are used frequently all over the world
Use these words during conversation and presentation appropriately
Use them in isolation or mixed for optimum impact
What are they?
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Discover – evokes a feeling of opportunity and suggests a
better life
Good – not dynamic but suggests stability and reduced/minimal
risk
Money – everybody wants more of it and to spend less of it!
Easy – Again reduced risk
Guaranteed – Eliminates fear of decision making
Health – If your product promotes financial, emotional or
physical health
Love – people love love
New – If it’s new it must be better. Promise of improvement
Proven – Reliability and reduced risk
Results – return on our investment
Safe – reduced risk
Save – Money related
Own – sense of ownership is stronger than the sense of buying
something
Free – attention seeking
Best – nobody has anything better
Workshop - Persuasive Words
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A one minute intro to your company using the VAK communication
preferences AND as many key words as you can
Reframing
• Reframing is the process of taking a negative or
neutral situation an ‘spinning’ it to produce
something more positive or useful e.g.
• Our delivery won’t be with you until tomorrow afternoon
(negative)
• I can confirm our delivery will be with tomorrow
afternoon (positive)
• Every Irongate customer receives a dedicated account
manager (neutral)
• We will appoint a dedicated account manager who’s job
function is to look after you and your account (positive)
Small Talk
• Small talk is an important part of establishing and
building rapport
• Small talk should be biased towards the clients
subject NOT yours (your small talk should
compliment theirs not replace it!)
• FACT – women are more receptive to small talk
than men
• REMEMBER that when you are dealing with a
woman
• Men tend to get down to business first and then
small talk later – that’s why its normally clumsy
Selling with metaphors
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This is a direct way of tuning in to NLP preferred modes
Relate your subject to the preferred mode of the client (V-A-K) e.g
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I’d like you to see us and our competitors as the difference between a
rusty old Austin Allegro and a brand new shiny Mercedes – both get
you to your destination but one does it more comfortably, reliably, etc
(make sure your visual metaphor has visual descriptive)
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The difference between us and our competitors is like imagining the
difference you would feel playing Sunday football for your local pub on a
freezing cold, wet morning on Hackney Marshes and scoring the
winning goal at Upton Park in front of 30,000 people, on a sunny spring
day and saving your club from relegation (and probable extinction!)
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The service we provide versus our competitors is like the difference you
would hear between the Royal Philharmonic and Pete Doherty with a
skiffle board both playing Vivaldi’s Four Seasons
YOU GET THE PICTURE!
Metaphors will….
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Gain attention of the listener – they demonstrate charisma, make
statements and conversation more engaging /entertaining
Simplify ideas – even the brightest people love simple, easy to
understand concepts
Draw of emotions of your client (VAK)
Be easier for your client to remember
Workshop
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In pairs produce 3 metaphors that compare your company’s service
offering to your main competitors
Try and use topical subjects
You can be as ‘extreme’/ funny as you like
Draw on primary VAK preferences as much as you can
Trust building – Non-verbally
Mirroring
• This is an indication of either very high rapport with a client
OR a technique to increase it
• When people are enjoying each others company/conversation
they will mirror movements naturally (as well as tone of
speech, pace, etc)
• Adversaries will deliberately / sub-consciously oppose this
• Mirror-matching can be used to ‘influence’ someone’s
reactions to you
• Without speaking you can gradually gain / regain control of the
direction of the conversation
• This is also a great way to detect seniority within a group as
the ‘leader’ tends to naturally dictate others postures and body
movements – if this is definitely not happening you may be
witness to a power/political struggle!!!
Calibrating
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When / if the flow of mirroring has been noticeably broken you need
to re-calibrate
ANY subtle changes in mirroring are an indication that you are not
achieving the right impact
At this point slow down or stop and make sure, through questioning
and affirmation, that the client is comfortable with what you are
saying
Crossover Mirroring
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If you feel that direct mirroring is too obvious try this
This is subtle mirroring of somebody’s movements e.g.
• They cross their arms you cross your legs
• They lean forward on their desk you lean forward onto one arm of
your chair
• They touch their cheek you touch your shoulder
Voice Matching
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Same as physical mirroring but with your voice
Take notice of their tone, pace, pitch, length of sentences – match
them, especially in important areas
Your customer is TELLING you how they prefer to communicate
Workshop - Mirroring
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Think of a problem you have
Tell 2 people the problem and then ask their advice – mirror their
movements and see how ‘involved’ or concerned they are about your
problem
Tell 2 others and do not mirror – in fact break rapport and see if they
are as supportive / attentive
Eliciting Outcomes
Discovering Your Client’s Buying Strategy
Eliciting Outcomes has 5 elements
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Letting your client know what your own interest in the situation is
Determining your clients needs and wants
Translating into benefits
Finding out past buying patterns with the Instant Replay technique
Using the As If technique to uncover future expectations
Revealing your own interest
• DO NOT be afraid to let your client know what you
would like to get from the deal / meeting/
conversation and why you are doing it
• “I like to personally present company brochures as I like
to get a feel for/look at the person/company we might
be dealing with” (or to hear what your opinion of this is
first hand etc)
• Include personal as well as company goals and
why these are important
• “My company are focused on developing their business
within Leicestershire. Me, I’d like this deal to pay off my
bookie!!!!”
Find out clients wants and needs
• There is a big difference between what a client wants and
what he needs
• They will invariably tell you what they want but, only through
questioning and probing will you determine their exact needs
• By ‘need-association’ you will ally your product / proposition to
a far greater importance in their mind
• Example
• “I want a pair of shoes please”
• Needs? Comfort? Appearance? Use?
• This simple example has the same principles of any
buying/selling situation
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Without exception you need to acknowledge and satisfy the
buyers wants
Once you have done that you need to determine the needs that
sit behind the wants
The simplest way to do this is base your questioning around the
thinking
“What does that ‘want’ mean to you?”
Example
• I want next day delivery
• What does next day delivery mean to you? Why is it important?
What benefits will it bring?
• I want next day delivery so that I can de-stock my cupboards
• Why? What does that deliver for you?
• I want to de-stock so that I don’t waste so much time and
money on managing my stock
• If we free up that time and money what will that mean to your
business?
• It will mean that I can concentrate on buying and managing the
new computer system we need
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Ensuring you proposal is attached to the ‘need’ which makes it
much more powerful
As professional sales people we have the right and the NEED
to ask questions – don’t be shy of this EVER!
Instant Replay
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People generally do not like change – buying patterns are no
different
Instant Replay is a way to concentrate the mind on the positive
aspects of previous decision making processes – this makes
them remember the positive rationale behind their decision
When presenting your offering emphasise the positive features
that can be related to previous patterns of behaviour
Example
• When you last changed supplier what positive impact did that
have on your business?
• Well we saved money, service improved and my life became
easier here
• Later that day…..
• My proposal demonstrates how we will save you money,
improve your service and make your life earlier
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You can take this further by asking secondary VAK questions
such as
• What positive impacts did you see?
• What positive things did you hear from within the business that
pleased you?
• How did freeing up your time make you feel?
As If
• This method allows you to probe a client when
needs and wants are harder to uncover
• If instant replay isn’t working try this to get them to
think about what outcome they would like to see ‘as
if’ the decision to use you/ your product had already
been made
• Use the VAK predicates when questioning
• “Let’s assume its 6 months from now…..”
• In your VIEW what has happened to make you believe
you have made the right choice?
• What TELLS you this was the right decision?
• What’s happened to make you FEEL you got a good
deal?
Pacing and Leading
Bringing your clients to the point of buying
Nonverbal Pacing
• We have seen that mirroring is a nonverbal way of
establishing rapport
• Nonverbal Pacing is the practice of knowing when to initiate a
break in rapport and draw your client to your agenda
• When you ‘sense’ the moment is right to take control of the
situation you initiate the body movement
• IF you client mirrors YOU the chances are they are
responding to your initiative and are open to what you have to
say
• IF you break rapport and they do not mirror you then go back
to rapport processes
Verbal Pacing
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Verbal Pacing again is an extension of maintaining rapport and
influencing the agenda
The key is to first make ‘agreeable’ or non-confrontational statements
that ‘compliment’ or acknowledge the client and then follow up with
the harder parts
NOT using pacing is confrontational
YES-BUT approach
• “YES, I agree with you that we are a little more expensive than ABC
Ltd for those products BUT we are able to offer a much better and
consistent quality of service which, as you’ve said earlier, is the
primary reason we are here in the first place
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YES-AND approach
• “YES, we are slightly more expensive than ABC Ltd AND as a result
we are able to deliver much higher levels of service…..”
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NON-PACING
• “That’s because our service is better” !!!!!!!!!!!!
Breaking Rapport
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Breaking rapport is useful when you need to get back on track (e.g.
when a customer goes off in a direction and you can’t stop them)
You need to OPPOSE their body positioning and movements as
much as you can
This may need to be done several times
Each time that your break hasn’t worked go back to MIRRORING
and then break rapport again
Remember, once you have regained control, to pace the client with
complimentary observations/ statements about the subject area you
wish to cover so that rapport is re-established in YOUR chosen area
Example
• “Going back to that comment you made earlier about X, I’m really
interested to learn more about how you made that decision and how
well it worked for you at the time
Anchoring
• Anchoring is a non-verbal way of attaching a positive or
negative gesture to a body movement
• By attaching an anchor you are re-enforcing the positive /
negative impact of future statements
• Attach an anchor to an obvious statement or fact
• Re-use that anchor to non-verbally emphasise its
importance in other subject areas
• Example – your customer’s main issue with his printer is
his requirement to order all his stock up front
• CUSTOMER - “Yes, we lost £20,000 of stock write-off
(YOU put your hands on head) by ordering 12 months
print in one go” (the main issue in the customers mind)
• YOU - “Whilst our service will eliminate your exposure to
write-offs what you don’t want to be exposed to, of
course, are the headaches (hands on head) that come
with bad service
Stealing Anchors
• Observe your customer for 4 or 5 minutes and see if they have
particular ‘anchors’ when emphasising key subjects or words
that have significant meaning to them
• When you want to emphasise a point of yours use the same
anchor as them – you will find them more receptive!
• Example
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Widen eyes
Raise eyebrows
Hands behind head
Rub hands
Touching face
Scratching chin
etc
Closing Successfully
A matter of attitude
When and why to close
• Close when your client wants to buy not when you want to sell
• Watch for verbal and non-verbal buying signals
• The best time to close is after successfully handling an
objection
• Buyer is in a positive mind set with you
• Expect to close a sale a minimum of 3 times each sale
• Don’t give up. Re-state, probe, maintain rapport
• Transfer a sense of ‘buying urgency’ to your buyer
• There is only a 5 percent chance of you getting the deal later
if you miss the opportunity to close there and then
• Don’t forget – a close is a commitment not necessarily an
order! Get a commitment!
Buying Signals
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Verbal
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“looks good to me”
Asking lots of questions
Change in voice tone
Inviting someone else into the meeting for opinion
Non-verbal
Positive posture – leaning forward
Concentrated attitude on you
Slow head nod
Extensive pupil dilation
Buyer possessiveness – holding on to a brochure or sample and
reluctant to let it go
• VISUALS – unfocused
• AUDITORIES – down and left
Thinking about whether to buy
• KINOS – down and right
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Conclusion
• Selling is a tough gig
• We can simplify it by acknowledging that really
successful sales people have an ability to interact with
people
• Positive interaction begins and ends with positive rapport
and truly understanding your customers and their wants
and needs
• In a world where we sell products and services that are
not unique, NLP will help you develop a greater chance
of creating and sustaining customer rapport
• Greater rapport will increase your chances to sell
• Try it – you’ll be amazed!
• The rest is up to you
Questioning / probing techniques
Questioning structure
General / Intro / Rapport
Targeted/Primary
Focal
General / Intro / Rapport
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H
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M
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S – Status
E – Equipment
Q – Quantity
H – History
I – Improvements
M – Motivations
‘HIM’ Sheet
History
What did they do before
Why
What were experiences
Improvement
What would they have done differently
What do they want to ensure doesn’t happen again
What do they want to ensure DOES happen again
Motivation – commercial AND personal
What sits behind their reason (a) to buy at all (b) to buy from their current/next supplier
FOCUS
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SEQHIM
Status
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Equipment
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Fred / personal
Purchasing
Company
Improvements – what would you expect/ like to see by way of improvements
in….
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How much of X do you buy each month, week, year
History
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Is it just GOP you are responsible for or other areas
Who’s responsible for FM, Print, Etc
Quantity
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So Fred, you are responsible for …….
Do you work within a team of ‘buyers’ etc
Who else is involved in the decision making process for …..
If we progress who else am I likely to be meeting with
Supply chain
Current supplier(s)
Company/organisation/ dept
Job / function / role
Motivation
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What are the most important things to you/your business in this area/at the
moment/ this year
What would be the benefit of x improvements
Why do it?
What’s your brief/ role/ expectations
What would be consequence(s) if not improved i.e. how important is it
Targeted / Primary
• There are the KEY areas you need to uncover/question that
you will enable you to sell your proposition
• Your questions should investigate the impact and
improvements you can deliver in 6 focal areas
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PRODUCTS
EXISTING SUPPLY CHAIN
PERSONAL
SERVICE
INTERPERSONAL
COMPANY / COMMERCIAL
PEPSI-CO
• When asking PRIMARY questions you need to make sure
you truly understand the answer and what’s behind the
answer
• It also presents the opportunity to bring in an early ‘close’
QUERY - A simple technique
• Q – Question
• U - Understand
• E - Expand/Explain
• R - Respond/Reply
• Y - YES
Example - suppliers
• Q – How many print suppliers do you currently have
• U – So 3 suppliers cover ALL of your print needs?
• E – why have you settled/decided on 3? What was
behind this decision? Was it yours? Etc. Etc.
• R – so am I right in saying that I should be focusing on
how we can reduce the number of suppliers
• Y – am I therefore right in surmising that as far as your
supply chain is concerned this is the most important
factor?
• And then discuss the others – PEPSI-CO- – in order of
importance to client
Focal areas – PEST Control – what
motivates?
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It is important that we try and maintain an element of control in the
sales process through effective questioning
IF we have obtained a list of importance in the decision making
process we should look to the impact and benefits behind their
importance i.e. MOTIVATORS
Motivators are either commercial, personal or, more likely, a
combination of both
We HAVE to know what the benefits/impacts are for the business
and the individual should improvements be achieved or the impact if
not if we are to deliver our proposition effectively
Are these motivators MUST HAVES or WOULD LIKES?
Use PEST to dig deeper
Knowing motivators will enable you to focus your proposition and
control the proposal process
PEST – multiple levels of motivation
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P – Primary
• Look at the PRIMARY motivators in order of importance
• Are you able to clearly and concisely demonstrate a knowledge of the primary
motivator
• Can you readily match your proposition to this motivator
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E – Expansion
• Do you have all the facts around the main motivators for the importance of this
• If not ask some more questions
• Does this make sense/align from a client company/personal goal perspective?
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S – Secondary
• What would be the other COMMERCIAL benefits/motivators to achieving this
being achieved?
• Who else would benefit?
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T – Tertiary
• What about the personal motivators?
• What’s in it for the person?
• Even if the motivation is not personal then a personal motivator SHOULD be
volunteered
Workshop
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Top 3 Prospects / target clients
What are the HIM aspects of the accounts
Does your proposal / approach satisfy the PEPSICO process? If not
what’s missing?
Motivators – do you know, through PEST, all the possible motivators
in that prospect?